Beam Inc says the new packaging, rolling out globally from this month, ‘reflects the quality of the liquid and the rich history of the brand, while making it easier for whisky enthusiasts to navigate the portfolio and identify their preferred flavour profile’.
“Laphroaig continues to be the world’s No.1 Islay malt whisky,” said Michael Cockram, senior global marketing director. “Our decision to refresh the brand’s packaging has been taken with a great deal of care, given that the brand’s distinctive look has been so successful for many years.
“We believe the new look creates a modern evolution for the brand, reinvigorating the original design while educating consumers on the brand’s unique taste experience.”
The new packaging is scheduled to roll out in key Laphroaig markets, including the US, UK, Germany, Sweden, Australia and Japan.
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